商務英語的文章閱讀

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　商務英語的文章閱讀1

你還敢直視廣告牌嗎?小心被“監控”了!

Clear Channel Outdoor — one of the largest outdoor advertising companies in the U.S. — is starting a new program called Radar that will use billboards to map real-world habits and behaviors from nearby consumers.

美國最大的戶外廣告公司之一Clear Channel Outdoor正在開始一項名爲Radar的新業務，通過廣告牌探測經過路人的習慣和行爲。

The technology is sure to help advertisers better target their ads. But privacy advocates argue that it's, well, a little creepy.

這項技術可以幫助廣告商更好的定位其廣告對象。但是隱私保護者認爲這項技術太可怕了。

This is how Clear Channel Outdoor describes how the program works, in a video on its website:"Using anonyMous aggregated data from consumer cellular and mobile devices, RADAR measures consumer's real-world travel patterns and behaviors as they move through their day, analyzing data on direction of travel, billboard viewability, and visits to specific destinations. This movement is then mapped against Clear Channel's displays, allowing advertisers to plan and buy Out-Of-Home to reach specific behavioral audience segments."

在Clear Channel Outdoor網站上的視頻中有關於這項技術的描述：“通過使用電話網絡和移動設備收集匿名數據，雷達測量路人的移動方式和一天中的活動行爲，分析移動數據，廣告牌路人可視度，特定目的地。這些數據會佈局在Clear Channel的廣告牌上，允許廣告商計劃和購買Out-Of-Home戶外特定受衆信息。”

Clear Channel's Senior Vice President of Research and Insights Andy Stevens says "it's like mobile advertising, using the same consumer behavior, but using it for [Out-Of-Home ads like billboards.]" In an interview with Media Village, he says he sees it as a way of translating digital insights to this "out of home" space.

Clear Channel研究和計劃部門的副高級經理說“好比手機廣告，通過使用同樣的顧客行爲方式，現在只是把它運用到了戶外廣告牌上”在一次Media Village採訪中，他認爲這是一種對洞察數據的戶外遷移。

But in an email to NPR, Clear Channel press spokesman Jason King drew a distinction between the one-to-one approach of online digital ad targeting and this strategy, which he described as "one-to-many." He explains: "We have no technical capability to determine the average age and gender of who sees our billboards, but the data providers can inform us by sharing, for example, that I-95 in Florida has a high percentage of families travelling to Disney World that pass many of our billboards."

在一封對NPR的郵件中，Clear Channel的媒體發言人Jason King將網絡一對一廣告方式和這種戶外一對多廣告模式劃定界限，他解釋到：“我們雖然無法通過技術手段得知廣告牌受衆羣體年齡和性別，但是數據供應商會通過分享來提供我們信息，比如，佛羅里達州的I-95公路上有很多家庭會在去迪斯尼樂園的路上看到我們的廣告牌。”

The company, which owns tens of thousands of billboards in the U.S., "will offer Radar in its top 11 markets, including Los Angeles and New York, starting on Monday, with plans to make it available across the country later this year," The New York Times reported. Here's more from the Times: "Clear Channel and its partners — AT&T Data Patterns, a unit of AT&T that collects location data from its subscribers; PlaceIQ, which uses location data collected from other apps to help determine consumer behavior; and Placed, which pays consumers for the right to track their movements and is able to link exposure to ads to in-store visits — all insist that they protect the privacy of consumers. All data is anonymous and aggregated, they say, meaning individual consumers cannot be identified."

紐約時報說“這家在美國擁有數以萬計廣告牌的公司將會在11個熱門市場內提供雷達服務，包括洛杉磯和紐約，從週一開始，計劃服務年底可以遍佈全國。”紐約時報還說：“廣告運營商Clear Channel和他夥伴—AT&T數據部門共同收集用戶的位置信息;而Placed廣告公司則通過向用戶購買權利獲得用戶許可跟蹤其活動並且能夠看到廣告進而去商店消費——所有公司都堅持他們保護了顧客的隱私。所有數據都是匿名收集的，個人信息是無法識別的。”

King, the press spokesman, tells NPR that the personal consumer information will remain with the data providers, while Clear Channel will only be able to access the aggregated data.

媒體發言人King對NPR說消費者個人信息將歸數據運營商管理，Clear Channel廣告公司只能讀取這些收集到的信息。

And Stevens argues that consumers can opt out, in the interview with Media Village. He makes a distinction between the Clear Channel program and the advertising in this scene from the dystopian thriller "Minority Report."

在Media Village採訪中Stevens辯解道消費者可以選擇退出。他認爲Clear Channel項目和電影“少數派報告”中的廣告場景完全是兩回事。

Here, Tom Cruise's character walks through a shopping area as advertisements address him by name. "John Anderton! You could use a Guinness right now," says one affable billboard. "Get away, John Anderton. Forget your troubles," intones another billboard showing a beach scene. Here's what Stevens thinks of this style of advertising: "I'm not sure it's a great user experience and it is a little creepy, to be honest. With a mass-medium like Out-Of-Home, a better use is to target general patterns of consumer groups, not the individual."

電影中Tom Cruise的角色走過商業區時廣告使用他的名字進行播放。“John Anderton!試試Guinness吧，”一塊殷勤的廣告牌說道。“忘記你的煩惱，John Anderton，離開這個地方，”另一個廣告牌播放着沙灘美景說道。Stevens對這種廣告評論道：“事實上，我不確定用戶體驗會不會很好，甚至有點可怕。像Out-Of-Home這樣的大衆傳媒，更好的方案是向普通大衆廣告，而不是個人。”

But regardless of whether the billboards will address us personally, the new initiative is raising concerns from privacy advocates like Jeffrey Chester, executive director of the Center for Digital Democracy. "It is incredibly creepy, and it's the most recent intrusion into our privacy," he told The Times. "People have no idea that they're being tracked and targeted."

不管這些廣告牌是針對個人還是大衆，Center for Digital Democracy的行政主管Jeffrey Chester提醒人們要謹慎行事。“這很可怕，這是對我們隱私最新的侵犯”他和時報說道。“人們對自己被追蹤一無所知。”

　商務英語的文章閱讀2

創業建議——領英(LinkedIn)創始人新書發佈

It took 15 years after finishing college for Reid Hoffman to figure out what he wanted to be when he grew up.

萊德•霍夫曼在大學畢業後花了15年明白了他長大以後要做什麼。

"When I graduated from Stanford my plan was to become a professor and public intellectual," he once said . "That is not about quoting Kant. It's about holding up a lens to society and asking 'who are we?' and 'who should we be, as individuals and a society?' But I realized academics write books that 50 or 60 people read, and I wanted more impact."

“我從斯坦福大學畢業之後，我的計劃是成爲一位教授和公共知識分子。”他曾經這麼說。“這不是引用康德的話。這是對社會進行觀察，然後問‘我們是誰?’‘作爲個體和社會，我們應該是誰?’但是我明白學者寫的書只有五六十人會看，我想要產生更大的影響。”

He sought out that impact by founding companies — including SocialNet, arguably the first social network — and joining PayPal early on. In December 2002, he cofounded LinkedIn, now a 20 billion-dollar-plus company. The rest is Silicon Valley history.

他通過建立公司——包括社交媒體(SocialNet)，可以說是第一個社交網絡，還通過早期加入貝寶(PayPal)做到了這樣的影響。2002年10月，他創建了領英(LinkedIn)，目前是一所價值兩百億美元的公司。其餘的就是硅谷的歷史。

But how did he get there? And what lessons can today's young professionals learn from his incredible success?

但他是怎麼做到的?今天年輕的專業人士可以從他的成功中學到什麼呢?

To answer those questions Hoffman and Ben Casnocha coauthored a book called "The Start-Up of You."

霍夫曼和本•貝佐斯共同寫了一本《至關重要的關係》來回答這些問題。

Then, expanding on ideas from that book, they created a slideshow presentation for college grads called "The 3 Secrets Of Highly Successful Graduates".

然後，依據書中的理念，他們爲大學畢業生做了一份幻燈片展示，名爲“成功畢業生的3個祕密”。